Accenture Song | Agency Profile, Contacts, AOR, Client Relationships
Service: digital & CRM agency
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Accenture Song Contacts
|Glenn H.||President - North America||NY|
Sample of Related Brands
|Jason K.||Chief Creative Officer - North America||NY|
|Julia A.||Chief, Staff||NY|
|Georgine A.||Executive Vice President & General Manager||NY|
|Cristina M.||Senior Marketing Director, Global Oil & Gas Industry Group||NY|
Millennial, Gen-X Momvertising Opps: Velveeta launched Veltini amid TV spend increase (Score 37)
recently teamed up with BLT Restaurant Group on a Velveeta-infused martini, the Veltini. The limited-edition beverage will be available at select BLT locations, and BLT will also release a limited number of $50 Veltini kits. Velveeta will likely invest in promotional activity around the launch, so sellers should get in touch soon to secure last-minute ad dollars.
Since the beginning of 2022, iSpot reports Velveeta has allocated roughly $12.6m toward national TV commercials, almost double the roughly $6.8m it had allocated by this point last year. The brand ended up allocating roughly $11.4m toward this channel last year, up 15% from the roughly $9.9m allocated in 2020. Velveeta's 2022 commercials have targeted the male-skewed audience of shows such as NFL Football, The Oscars, NBA Basketball, Family Feud and Two and a Half Men.
According to from the approximately $7.7m spent within the same 2021 timeframe. Velveeta's estimated full-year 2021 spend, $17.4m, reached more than double that of $7.9m in 2020. So far this year, the brand has earned around 32.2m digital impressions via desktop video (52%), Instagram (25%), Facebook (13%) and Twitter (10%) ads. This year's desktop video ads have been placed site direct onto YouTube (99%) and Twitch (1%).
As you can tell, TV spend is skyrocketing while digital spend dwindles. This leads me to believe Velveeta is targeting millennials and Gen-X. The brand also tends to target parents, especially moms. Per Kantar data, Velveeta also invests in print (magazines) and local broadcast. It holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - Velveeta retained PR AOR Amobee (programmatic).
Read our most recent update on Velveeta's parent company, here.